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Report: Facebook ROI for B2B is growing

B2B marketers are engaging audiences on Facebook at a growing rate—and the results have been impressive, according to the "Facebook by the Numbers 2015" report from AdRoll.

The report shows that B2B marketers have seen success with click-through rates on Facebook year over year, with CTRs increasing 140 percent over that span. The average clicks-per-thousand-impressions figures on Facebook are also looking good for B2B marketers, increasing 115 percent year over year.

"Further, average spend per advertiser has leaped 60 percent," according to this KoMarketing article on the findings. "There are now 1.4 billion global monthly active users on the social network, which is a 13 percent increase from last year."

The new data from AdRoll shows that marketers in the B2B space are beginning to see results on the world's biggest social network, which has been traditionally viewed as more effective for B2C marketing campaigns.

"Only a few years ago, Facebook advertising was viewed as a channel strictly to reach consumers," the report reads. "However, media consumption habits have shifted and B2B marketers have had to adapt by becoming more like their B2C counterparts. As a result, B2B marketers are now executing successful branding and lead generation campaigns on Facebook."

The booming content marketing craze may have something to do with the increased audience engagement B2B marketers have seen on Facebook over the past year, according to AdRoll.

"Content marketing has become a staple in the B2B marketing sphere and Facebook has proven to be a great inventory source to feature new content," the report reads.

In addition, marketers are spending less in terms of getting audiences to engage, with cost-per-click rates down 11 percent year over year and cost-per-action down by 42 percent over last year.

With improving numbers like these, B2B marketers should be looking at Facebook as an increasingly viable social channel to reach customers.